How UX Metrics Can Improve Your e-Commerce Website

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How UX Metrics Can Improve Your e-Commerce Website

Happy customers are the foundation of a successful business. But how does that translate to e-Commerce businesses? The trick lies with a positive user experience (UX). That’s how you can make customers want to spend more and shop on your e-Commerce website for longer.

But UX is not just about getting your numbers up, it’s about how users experience your online store, how their online journey starts and ends, and how they feel during that process. A good UX strategy will help you save time and money in the long run and build customer loyalty and retention, therefore leading to stronger relationships with consumers.

The secret to creating an effective e-Commerce environment that converts users into paying customers starts with tracking the UX metrics. These metrics showcase details about the user’s actions, behaviors, and overall experience on your website. Therefore, they can help you and your business better understand how they perceive the customer journey and to what extent their online experience on your website proved positive.

Benefits of Tracking UX Metrics

One of the most important benefits of tracking your website’s UX metrics is that it provides you with the relevant data on how to improve your e-Commerce environment rather than just testing out your options. Data doesn’t lie, so you’ll know what works and what doesn’t and that will help you determine your next steps in creating a better, superior platform for your customers.

Furthermore, while UX metrics clearly pinpoint areas on your site that require improvement, they also help you learn more about your customer’s behavior, which translates to valuable information in terms of new opportunities to upgrade your platform based on your customer’s needs and concerns.

Key e-Commerce UX Metrics

Constantly tracking UX metrics helps you measure, compare, and analyze the quality of your e-Ecommerce website user experience. That matters because every interaction customers have with your business can impact their perception and decision-making. Here are the top UX metrics we would advise you to track:

Load Time

It might seem unimportant, but it’s actually the opposite. A good page load time is 1-2 seconds. If it exceeds that time, users will abandon your website and the bounce rate will likely increase by 32%. According to a study by Google, 53% of web users abandon sites with more than a three second delay on mobile. A slow page load time is bad for business because users will get a poor experience on your platform and might just move on to your competitors. Therefore, staying on top of your site’s speed performance should be a top priority.

With Google’s PageSpeed Insights tool you can constantly check the performance of your site and make your web pages fast on all devices (mobile, desktop).


Pageviews measure the number of times a page has been accessed within a particular time frame. While pageviews are important, if they are higher than the conversions, it can mean that consumers aren’t finding what they’re looking for on your website. Therefore, it might be best to check your conversion goals and align the pageviews with other engagement metrics to determine whether or not you’re achieving your objectives.

Bounce Rate

The bounce rate represents the percentage of visitors who leave your website after viewing only one page. Bouncing visitors can be a lost opportunity but in the end it’s all about conversions. You may have millions of visits per day, if they don’t lead to a single conversion, then it’s time to ask yourself what it is that you’re doing wrong.

As the bounce rate calculates visitors who leave the site after navigating just one page, it doesn’t necessarily count as a lost opportunity because like mentioned before, if they converted or took a desired action, then that’ll count as a win. On the other hand, if you want to reduce your website’s bounce rate, you might want first to try understanding what drives users to leave so early. Moreover, make sure your site is responsive and easy to navigate, you have a good text readability, you include clear calls-to-action (CTAs), build some landing pages, use compelling visuals and videos to captivate users quickly, and do some A/B testing to check what works best.

Session Length

Session length shows the amount of time a visitor spends on your website during a single session. Finding out the number of pages your users visit per session is also important as it indicates how engaged they are. To discover what users are doing during these sessions, you can implement on-site surveys, feedback buttons, heat maps, and session recordings. These can provide you with more details on your customer’s journey and also reveal any UX issues if it’s the case.


There are three types of visitors when it comes to websites. Firstly, there are the new visitors, which represent users who enter your website for the first time on a specific device. Secondly, we have unique visitors, which are distinct visitors who navigate your website at least once within a particular time frame. Lastly, there are the returning visitors, which are visitors who have previously entered your website from the same device within a particular time frame.

The numbers of visitors highly depend on your business, industry, and online goals. Therefore, you’ll have to determine what a good target number is for each type of visitor and aim to achieve those goals.

Visitor Navigation Path

The visitor navigation path measures the route a visitor uses to navigate through your website. As mentioned before, it’s very important that your site is well structured and easy to navigate. This is all part of your user experience and navigation strongly impacts consumer’s perception of your e-Commerce business.

A few tips to improve your website’s navigation design:

  • Reduce the number of clicks they have to take in order to find what they need;
  • Make your website intuitive and functional of multiple devices;
  • Create a compelling, aesthetical design that catches your visitor’s attention;
  • Be structured. For example, group products/services into categories and subcategories. Make your website look clean and clear, avoiding confusions and overcomplications.

Conversion Rate

The conversion rate represents the percentage of users who have completed a desired action on your website. These actions may vary from creating an account, signing up for your newsletter, or making a transaction. Depending on your goals, the conversion rate can provide insights on whether or not they’re being achieved. That said, tracking conversions will help you determine your website’s performance.

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